Analysing IPL through Potter's 5 force Model
IPL, Indian Premier League, "Manoranjan ka Baap" ( father of entertainment). This is the term that the promoters of IPL used to popularise IPL. But while conceptualising IPL had Lalit Modi analysed his product using Potter's five forces model before launching his product. Well if not then lets do it.
Force1: Threat of new entrants:- As far as threat of new entrants is concerned IPL is second player in India market. ICL was the first entrant but it did not succeed in the market. Seeing the parties, players and money involved in IPL hardly any new player would dare to enter the market. Other sports like football and hockey is not that popular in India that league match would be held in India.
Force2: Threat of buyer :- Buyers in this case is Indian viewers. With the initial success of IPL there hardly seems to be any threat from buyer. The crazy indian fan can digest any form of cricket and in any amount. But the question is how long can they sustain the interest in Indian viewers. Let us see
Force3: Threat of Suppliers :- Here the suppliers are the players, the sponsors and the media. Players were put for sale so IPL was able to draw top players with the money it provided. The glamour and the promotions were also able to draw the sponsors and after initial revolt the media too gave up and now they are covering all the matches. Half of the the news time is captured by the news of IPL.
Force 4: Threat of Substitutes :- The substitutes of IPL could be the former version of cricket i.e. ODIs, test matches, other sports and other source of entertainment. Since this form of cricket hardly show any cricketing skill there is a high risk of substitute from other source of entertainment.
Force 5: Threat of Rivals :- After seeing the failure of ICL and the initial success of IPL one can safely conclude that IPL won't face any threat from its arch rival ICL and with the risk and money involved in this business no other party would dare to float a new league.
After publicising a lot and roping on some some eminent players IPL has achieved the initial success. The crowd and the TRP rating that the initial matches have achieved are witness to its initial success but the question remains will this long cricketing carnival would be able to draw the same crowd year after year or whether the initial success was result of customers inquisitiveness testing a new product. Only time will reply this query.
Comment please !
posted by Dharmendra Kumar singh at 1:42 pm
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